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Fruttare Ice Cream: iPod In The Popsicle
| See full size 1032x685 px | |
| Released: | June 2008 |
| Advertiser: | UNILEVER/KIBON  |
| Brand name: | FRUTTARE ICE-CREAM |
| Agency: | BULLET INTERPUBLIC |
| Country: | Brazil |
| Category: |
Baking & sweet foods
|
| Awards: |
Cannes Lions 2008 Promo Bronze
|
| Tags: |
Case study
Cannes 2008
|
Credits:
Type Of Entry: Product/Service
Category: Fast Moving Consumer Goods, Excluding Beverages
Title: iPOD IN THE POPSICLE
Advertiser/Client: UNILEVER/KIBON
Product/Service: FRUTTARE ICE CREAM
Advertising Agency, City: BULLET, Sao Paulo
Country: BRAZIL
Sales Promotion/Advertising Agency, City: BULLET, Sao Paulo
Country: BRAZIL
Category: Fast Moving Consumer Goods, Excluding Beverages
Title: iPOD IN THE POPSICLE
Advertiser/Client: UNILEVER/KIBON
Product/Service: FRUTTARE ICE CREAM
Advertising Agency, City: BULLET, Sao Paulo
Country: BRAZIL
Sales Promotion/Advertising Agency, City: BULLET, Sao Paulo
Country: BRAZIL
Credit Details:
| Name | Position | Company |
| Mentor Muniz Neto | Creative Director | Bullet |
| Adriano Cerullo | Creative Director | Bullet |
| Anna Karina Brockes | Creative Director | Bullet |
| Adriano Cerullo | Art Director | Bullet |
| Anna Karina Brockes | Copywriter | Bullet |
| Josй Neno Formiga | Graphic Producer | Bullet |
Objective:
Create a promotional action that could replace Kibon's traditional prize in the stick promotion during the most important sales period of the year: the summer.
Development:
What prize would be even cooler than another popsicle? An iPod. How to award this prize? In place of the popsicle. A replica was made of the popsicle an EVA cradle and a resin mould for the iPod to protect it against the low temperature and moisture. 10,000 iPods were distributed throughout Brazil. Whoever finds one will receive the accessories at home plus a real popsicle.
Relevance:
We created a new promotional mechanism, without any complications, without exchange stations and without lines. The consumer won the prize immediately and also received all the iPod accessories and a real popsicle at home.
Outcome/Results:
iPod on a Popsicle was a huge success in Brazil. It grabbed free space on the main blogs around the world. Even Gizmodo published 2 posts about it, raising the attention for the brand/promotion. Blogs and YouTube videos generated by winners kept the attention during the promotional period and helped to achieve an historical sales increase record. In 3 months, it reached 90,000 points-of-sale and sales volume grew 31% compared to the previous year.